IN a coming episode of "Debunking the Diet," a new Web series produced by Luna, the nutrition bar for women, the comedian Erin Gibson quizzes women on the street about how much fiber they are supposed to have daily.
"Eight," responds one woman.
"Eight what?" Ms. Gibson asks.
"Eight fibers."
Later, Ms. Gibson joins Tara DelloIacono Thies, a registered dietitian and nutrition strategist for Clif Bar & Company, which owns Luna, in a studio. Along with clarifying that women require 25 to 30 grams of fiber daily and that most get only half that, Ms. DelloIacono Thies suggests good sources of fiber, like whole grains, fruits and vegetables.
The Web series was created by Neighbor, an advertising and marketing agency in Santa Monica, Calif., with direction by Lauren Palmigiano and production by One Lens Media, also in Santa Monica. The first episode, which challenges the notion that eating after 8 p.m. increases the likelihood of gaining weight, was introduced on YouTube and the Luna Facebook page on Tuesday. The videos introduce a brand tagline, "Feed your strength."
Six episodes from two to three minutes will be released every two weeks, and will be advertised widely online with 30-second previews on women's fitness and humor sites.
Rosa Compean, Luna's brand director, said the series is beginning now as an antidote to the January advertising blitz from weight loss companies.
"The message is so strong in January about dieting, and the webisodes take a really lighthearted approach to tackling the diet myths and nutrition misinformation," Ms. Compean said.
Luna, which was introduced in 1999, spent only $122,000 on advertising in 2011 and $71,000 in the first nine months of 2012, according to the Kantar Media unit of WPP.
Rather than advertising, the brand has directed marketing efforts primarily toward sponsorships, which enable direct interaction with consumers, and handing out samples. For instance, the brand sponsors Lunafest, a traveling women's film festival; the Nike women's half marathon in Washington, D.C.; and yoga and fashion events.
"We realize the benefit of talking to women where they are and where they're showing up," Ms. Compean said. Because "Debunking the Diet" is on the Luna Facebook page and YouTube channel, where comments are encouraged, the effort is more akin to sponsoring an event than to advertising, she said.
"With the rise of social media, we found a lot of great new opportunities online, and we can leverage Facebook and Twitter to have a conversation with women," Ms. Compean said.
Revenue and brand share for Luna increased every year from 2007 to 2011, according to Euromonitor International, a market research company, which has not yet compiled data for the category for 2012. In 2011, the brand earned $180.1 million in the energy and nutrition bar category, a 9.6 percent share.
Nutrition bars are one of the three fastest growing foods in the country over the last decade in terms of consumption (along with yogurt and chips), according to the NPD Group, a market research company.
Luna's Web series is what marketers call branded content, meaning that it aims primarily to entertain rather than to sell products overtly. So while each episode opens and closes with the Luna logo in the credits, within the episodes the nutrition bar is featured only in passing, and in some episodes not at all.
Linda Price, the president of Neighbor, the ad agency, said the videos are "more about inviting consumers in rather than pushing the brand out."
Ms. Price said the goal of having humor in the series was to "lighten up the tone of the brand," which many may perceive positively but also view as overly earnest, and to help take the edge off the subject, because "nutrition is a topic where typically humor doesn't play a part."
Ms. Gibson, the host, is a writer and performer for Funny or Die, a video Web site, and a co-host of Throwing Shade, a comedic podcast about women's issues and gay issues. She said that because eating and body image can be touchy issues, she tried to put interview subjects at ease.
"I'm in comedy, so my boundaries are kind of all over the place," she said. "But you have to be careful with this stuff, and you can't just go up to a woman and start asking her about diets."
Before they would begin filming, Ms. Gibson said, she chatted with interview subjects "to make sure that people could trust me and knew that they were in good hands and that we were just going to have a fun conversation."
Jen Drexler, a co-founder of Just Ask a Woman, a company that specializes in marketing to women, said that Luna has earned a reputation as a grass-roots brand, one that "a lot of women are attracted to because it supports their local race or a goody bag came from Luna."
As for the series, Ms. Drexler, who is a vice president at Insight Strategy Group, said she thought introducing it in February made sense.
"I love the timing because it lets people get the silliness out of their systems from their New Year's resolutions," she said after watching several episodes. "When you fall off the resolution wagon, this is that brand for when you're ready to face facts and do things realistically."
In future iterations of the series, she recommended that Luna scrutinize popular exercise regimens, like the P90X workout, and exercise gear."I could see Luna being sort of an authentic truth teller in that space," she said.
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